H&M x Ace Tee — HAMBURG CITY TAKEOVER
H&M
/ OVERVIEW
Hip-Hop Culture meets Fast Fashion – with breakdance, beats, and handmade graffiti, we turned Hamburg into a stage.
SOOH WHAT?
2018: When Hamburg rapper Ace Tee was set to launch her limited collection for H&M, the brand needed a partner for authentic street activations.
The Challenge:
How do you authentically bring the 90s-inspired streetwear collection to the fashion and music-savvy 14-25 year-olds? Traditional retail events wouldn’t communicate the artist’s street credibility – this needed a partner who gets the urban culture.
The timeline? Ambitious as always – just three weeks from contract signing to execution. A timeframe that was only manageable through our existing connections to the urban scene.
SOOH SPECIAL
/ STRATEGY
Gen Z doesn't want polished fashion events – they want participatory experiences where they can become part of the story themselves.
SOOH WHY?
Authenticity was the key factor – and that lay in Ace Tee’s hometown Hamburg and her roots in the hip-hop scene.
Instead of regular promotion, we developed a City Takeover with three elements that perfectly matched Ace Tee’s DNA: Underground Hip-Hop, Graffiti, and Music. This trinity created touchpoints across the city – each with its own character, but connected through the #AceTeexHM story.
The strategic approach: We used Hamburg as a stage and created a cultural framework that presented the collection in its natural habitat. The wristbands that could be won at the street activations created additional value and led from street event to the final store concert.
SOOH SPECIAL
/ IMPLEMENTATION
Three Stops. One Citywide Takeover. Powered by Culture.
Station 1: Underground Hip-Hop Experience
The first station brought “The Saxonz” – two-time “Battle of the Year” champions – to Hamburg’s streets, complemented by BMX freestyler Dustyn Alt. We developed a mobile setup with bold breakdance mats and ghetto blaster towers. Not even Hamburg’s crappy weather could kill the vibe here.
Station 2: Digital Graffiti at Europa Passage
At Europa Passage, we established an interactive art experience with artist Anna T-Iron (who had already designed the logo for Ace Tee). The centerpiece was a digital graffiti wall with virtual spray cans, complemented by a photo booth for social media content. Here, digital innovation and street art culture merged.
Station 3: Beats at Grüner Jäger
The musical element came alive at the legendary Grüner Jäger. DJ Buzz-T and MC Redchild – two giants of the local hip-hop scene – hosted an open mic. Here, visitors could step up to the mic themselves and qualify for the coveted wristbands to the store concert.
The Grand Finale:
All activations culminated in an exclusive concert at the H&M flagship store – only for wristband holders.
SOOH SPECIAL
/ RESULTS
The City Takeover transformed Hamburg into an Urban Culture Playground for a day – despite typical Hamburg shit weather.
Award-winning campaign:
- Winner of the WuV German Media Award 2018 in the category “Best Regional Media Strategy”
- Nomination for the Plakadiva 2018 in the category “Best Out of Home Media Strategy”
Maximum Impact:
- Packed house at the store concert – the exclusive evening event was filled to the last spot
- High organic social media spread with authentic user-generated content
- The “now-more-than-ever” attitude despite the rain proved the concept’s authenticity
The H&M team’s retrospective summary?
“Lots of rain, little time, lots of fun, little sleep – but everyone happy in the end.”
A recipe for success that only SOOH could deliver.